This Power-Point presentation highlights the impact of Hispanics on 2012 new car purchases on the Chevrolet brand. Data compiled by John Lopez through established nationwide sources.

1. Prepared by John A. Lopez
Dir. New Business Development
Encore Automotive Media
December 1, 2012
310 877-5689
Encore Media 10736 Jefferson Blvd., Ste 936 Culver City, CA 90232 Mobile [310] 877-5689

2. HISPANICS PURCHASED $13.8 BILLION IN NEW
VEHICLES THE FIRST 6 MONTHS OF 2012
The Hispanic contribution to New Vehicle sales from
January to June 2012 was $13.8 billion; this figure
represents approximately $28 billion on an estimated
projected annual basis.
Toyota, Nissan, Honda, Chevrolet and Ford were the
top five brands preferred by Hispanic consumers during
that time period.
Hispanic consumers are as likely to buy Japanese
midsize sedans as they are to purchase small, fuel-
efficient American cars, according to Polk, and are as
attracted to Ford F-series pickups as they are to
Chevrolet Silverado’s and Ram trucks.
Marc Bland: Polk Research

3. Riverside County is
43.2% Races in Riverside County, California:
Latino
•Hispanic or Latino (43.2%)
•White Non-Hispanic Alone (42.5%)
•Black Non-Hispanic Alone (5.9%)
•Asian alone (5.1%)
•Two or more races (1.9%)
•Some other race alone (0.7%)
Average HH Income: $75,266 per year •American Indian and Alaska Native alone (0.5%)
Median resident age: 33.1 years
California median age: 33.3 years
Males: 769,384 (49.8%)
Females: 776,003 (50.2%)

4. Lets see why Hispanics are such an
important Part of the Automotive Sales
Segment.

5. Hispanics in Los Angeles now
Population Facts
Outnumber White Non-Hispanics
1990 Census 2010 Census
Hispanic Hispanic
7,451,192
4,779,118 43.1%
32.8%
+10.3 increase
Other
89,663 Multi-Race
.6% 7,230,159 346,284
49.8% 1.5% 6,440,053
1,157,622 36.5%
Other
8.0% 1,238,722
115,673 7.0%
Black .7%
1,274,967 1,981,751
Black*
8.8% 11.2%
Asian White White
Asian
Source: Ethnic/Racial Composition of Los Angeles
U.S. Census Bureau includes counties of L.A., Orange,
Ventura, Riverside and San Bernardino

6. MEDIA: TELEVISION
Research shows that Hispanic
families are larger and in fact
watch TV together. Meaning
your message can reach
multiple demographics at the
same time.
Telemundo FAM Study 2012

9. The biggest segments for Hispanics are pickups
compacts, midsize cars, compact crossovers.
These segments are setting the stage for the
redesigned Malibu, as well as a brand-new platform
for Chevrolet Silverado and the Cruze. Chevrolet’s
focus on space, miles per gallon, styling and
technology are key features that resonate strongly
Chevy is the # 1 Selling
with Hispanic consumer. Domestic Brand Among
Latinos
Tia Hardeman, Marketing Manager GM.

10. CHEVROLET IS
AMERICA’S #1
DOMESTIC BRAND
WITH HISPANICS
56,352,461 UNITS
BY VOLUME HSYTD 2012

11. Company Sales
Oct 2011 vs. Oct 2012
250,000
200,000
150,000
100,000
50,000
Oct-11
Oct-12
Oct-11
Oct-12
Oct-11
Oct-12
Oct-11
Oct-12
Oct-11
Oct-12
0
Chrysler Honda
GM
Ford Toyota
U.S. Light Vehicle Sales Source: WardsAuto ©2012

12. 2010 Pew Hispanic Research

13. The Hispanic population in the United
States grew by 43% in the last
decade, surpassing 50 million and
accounting for about 1 out of 6
Americans, according to the U.S.
Census Bureau.
Overall, Hispanics accounted for more
than half of the 27.3 million U.S.
population increase since 2000
In Los Angeles County Mexicans make up
11% of the overall total. However, it’s
important to note that in some Los Angeles
zip codes Hispanic density is 99-100%

14. U.S. Top 10 Light Trucks U.S. Top 10 Cars
October 2012 (YTD) October 2012 (YTD)
YTD Sales YTD Sales
F SERIES Ford 489,806 CAMRY Toyota 344,714
SILVERADO Chevrolet 336,939 ACCORD Honda 276,196
CR-V Honda 233,586 ALTIMA Nissan 258,663
RAM PICKUP Ram 230,241 CIVIC Honda 254,716
ESCAPE Ford 219,907 COROLLA/MATRIX Toyota 243,652
EQUINOX Chevrolet 182,249 FUSION Ford 206,855
RAV4 Toyota 145,103 FOCUS Ford 205,006
EXPLORER Ford 132,023 CRUZE Chevrolet 199,721
SONATA Hyundai 192,119
SIERRA GMC 126,749
MALIBU Chevrolet 189,094
GRAND CHEROKEE Jeep 123,994
Source: WardsAuto InfoBank

15. Findings/Conclusions

16. •Hispanic customers are the largest ethnic segment of the Chevrolet buyer profile
•43.2% of Riverside’s population is Hispanic
•Los Angeles is the nations largest population center of Hispanics
•Los Angeles is the #1 DMA market for national Chevrolet sales to Hispanics
•Chevrolet has an ongoing relationship with the Hispanic car buyer
•Hispanics purchased $13.8 Billion in new vehicles in the first 6 months of 2012
Based on city research, demographics and buying characteristics, Encore Media can safely
conclude that with Riverside’s large Hispanic population, there is significant Hispanic buying
clout in the county and the surrounding zip codes to the dealership. We therefore recommend
that a regular and sustainable Hispanic branding program be launched to reach Spanish
speaking car buyers to invite them to the dealership. By doing so, Singh Chevrolet will receive
a significant boost in leads, sales, community support and long-term future profits.